Bringing Consumer Occasions to Life via Social Data

Life is made up of occasions. It’s particularly important to remember that when adopting a more consumer-centric approach.

And it’s essential to consider the consumer perspective. In today’s complex and dynamic market, it's impossible to capture growth opportunities without it.

How are the consumers themselves perceiving, using, and organizing brands, products, and categories?

Rather than viewing markets through the lens of traditional classifications, social data allows us to uncover multi-dimensional and nuanced consumer viewpoints that currently drive trends and behaviors.

In this presentation, Ipsos and Coca-Cola will discuss how leveraging social data has helped bring sharper focus to the beverage market, including allowing Coca-Cola to better understand and act on key drinking moments for retail activation.

Key Takeaways

Learn how social data can help bring key consumer occasions and moments to life

Take a deeper dive into innovative new methodologies behind social analytics

Understand how the consumer-led approach can yield more authentic and strategic insights

Speaker(s)

Menaka Gopinath - Ipsos

Menaka is a seasoned digital and social media expert with two decades of experience in online communities, social media, and brand strategy. At Ipsos, she is focused on growing the Social Media Exchange practice with an emphasis on innovative applications and strategic best practices for using communities and social intelligence to affect business growth. Before joining Ipsos, Menaka worked at Passenger Inc. (Fuel Cycle) where she developed the foundational processes and best practices for online community strategy, engagement, and management.

Raúl Ponce — The Coca-Cola Company

Human Insights PAC Lead, The Coca-Cola Company

With more than 15 years of market research, analytics, innovation, and strategy experience, Raúl has dedicated his career towards understanding what drives human beings, their context, and how to better connect with consumption, preferences, and path to purchase. With the advancement of social media, Raul has continued to pursue the amplification of consumer reality through meta-analysis, data integration, and innovation via actual tools and protocols.

The Insights Association

About the Insights Association

As the leading voice, resource and network of the marketing research and data analytics community, the Insights Association helps its members create competitive advantage. All our revenue is invested in quality standards, legal and business advocacy, education, certification and direct support to enable our members to thrive in an evolving industry and drive business impact.

About Our Members

Our members are the world's leading producers of intelligence, analytics and insights defining the needs, attitudes and behaviors of consumers, organizations and their employees, students and citizens. With that essential understanding, leaders can make intelligent decisions and deploy strategies and tactics to build trust, inspire innovation, realize the full potential of individuals and teams, and successfully create and promote products, services and ideas.